Yes, I agree it could be a little clearer.
I pre-ordered over the weekend, based in the UK also and the VAT pretty much only appeared on the final payment. To be honest, I'm really impressed with Fusion and at the pre-order price it's a steal, but it would have been nicer to have the VAT made clearer a little sooner in the process.
I do actually have a UK VAT number which I believe would have meant I wouldn't be charged the VAT, but as this was a personal purchase I didn't want to do so.
Since the European sales appear to be sold from Ireland, and VAT is applied at the source country's rates and not the purchaser's country's rates, then it is going to be a known quantity right from the get-go.
Otherwise, good product and good price!